Consumers orientations in shopping malls :: a Study of Higher Education Consumers

WIBOWO, Dani Sari, Basu Swastha Dharmmesta, Prof.Dr.,MBA

2006 | Tesis | Magister Manajemen

Shopping atau berbelanja barangkali salah satu aktivitas tertua dalam sejarah kehidupan manusia yang secara rutin masih dilakukan. Para pemilik toko ataupun retailer terus berjuang untuk mempertahankan kelangsungan usaha mereka dikarenakan orientasi belanja konsumen selalu mengalami perubahan. Inilah barangkali mengapa orientasi belanja menjadi objek yang menarik dan penting untuk diteliti. Penelitian ini merupakan replikasi pada penelitian yang dilakukan oleh Otman dan Hah pada tahun 1997 dengan isu yang sama namun dengan setting penelitian di Malaysia. Orientasi belanja dapat diartikan sebagai sebuah gaya hidup dalam berbelanja, yang meliputi aktivitas, minat, pandapat, dan menggambarkan belanja sebagai sebuah aktivitas sosial, rekreasi dan fenomena ekonomi. Tujuan dari penelitian ini adalah untuk meneliti orientasi belanja dari mahasiswa dengan cara mengukur perbedaan dimensi orientasi belanja diantara jenis kelamin, umur, dan tingkat pendidikan. Dimensi orientasi belanja yang digunakan sebagai alat ukur adalah social (social), kemudahan dijangkau (convenience), aestetis (aesthetics), pelarian (escape), alur (flow), eksplorasi (exploration), dan peran (role enactment). Penelitian ini menggunakan analysis of variance (ANOVA) Ada 200 mahasiswa yang diambil sebagai sampel. Metode pengambilan sampel yang digunakan adalah metode non-random sampling yaitu metode convenience. Hasil penelitian menunjukkan bahwa perbedaan jenis kelamin secara signifikan membedakan variabel escape, flow, dan exploration. Sementara itu perbedaan umur secara signifikan membedakan variabel convenience, aesthetics, escape, flow, dan exploration, dan yang terakhir adalah perbedaan tingkat pendidikan secara signifikan membedakan variabel convenience.

Shopping is perhaps one of the oldest activities that the human race has been performing with high regularity and involvement. Store retailers have struggled to maintain position in a competitive retail market because of changing orientation. That is why shopping orientations is an interesting and important subject to be studied. This study is a replication of a study conducted by Othman and Hah (1997) who also conducted a research in the same issue with the setting consumers’ goods in Malaysia. Shopping orientation is defined as shopping-specific lifestyle, which encompasses shopping activities, interests and opinion and reflects a view of shopping as a complex social, recreational, and economic phenomenon. The objective of this study is to investigate the orientations of higher education customers who are shopping in malls by measuring the differences of shopping orientations dimension among sex, age and educational levels. The shopping orientations dimensions which are used to measure is Social, Convenience, Aesthetics, Escape, Flow, Exploration, and Role Enactment. This research uses analysis of variance (ANOVA) as the analytical tools. There are 200 higher education respondents chosen as the sample. Respondents are chosen by using the method of non-probability sampling, which is convenience sampling. These respondents were chosen because they are more independent in making choices with their money when they go shopping. The result of the study shows that the differences of the sex significantly distinguish variables escape, flow, and exploration. Meanwhile the differences of the age significantly distinguish variables convenience, aesthetics, escape, flow, and exploration and the last is the differences of the educational levels significantly distinguish variables convenience as the shopping orientations dimension.

Kata Kunci : Shopping mall, orientasi belanja, mahasiswa, shopping orientation, higher education customers